Whether you have a big, medium or a small business, the branding mistakes of your organization is the most important thing you should consider if you want to get successful.
Branding is very much important, as it helps to present your business in a certain light. Branding includes everything− from logo designing, packaging, text, font, website to right down to your business cards.
Many times, we come across news of a large business making enormous mistakes basically based on branding mistakes. While the small businesses are often met with the same fate, due to their small venture they never get any focus.
Most of the companies are likely to collapse due to the branding mistakes or the owners not understanding the importance of branding. Studies show that 63% of South African businesses collapse within two years, all thanks to the branding mistakes.
Many people think that ‘brands’ are always large and easily recognizable like Nike, Coca-Cola, Harley Davidson, etc. But like every business which was small once, a brand is also made from a scratch.
Here are some of the branding mistakes which should be avoided by all businessmen with a little bit of thought and planning.
- Choosing a bad business name
What’s in a name? The most fatal branding mistake is made if the business name is chosen wrong. A lot of jokes, memes and wrong king of glances and gestures would be made towards the business if a wrong name is chosen.
Sometimes the names may become outdated or become too racist or sexist. While sometimes it might not make any sense in another country or language.
Naming a business is like naming your own baby which takes strategic process and thought. Think of such a name which would reflect the purpose and identity of the business. Moreover it should not be a cliché as it drives away the craze.
Another branding mistake is changing the aspects of the branding, like logo or font style, frequently. An inconsistent brand gives out the wrong message of being untrustworthy.
Moreover there should be sync between the various aspects of branding. The company name, logo, tag line, bio should be identical in all the websites, business cards or packaging.
- Being miserly or penny pinching
Many businesses try to cut short and save every resource from wherever they see possible. The first place they get their hands to is their office. This is another type of branding mistake.
No customer would be pleased to walk into an office with poor lighting and decorations, like second-hand fan or broken chairs, etc. All of these give an impression that the business is not well-off and no customer would want to invest in an unsuccessful business.
Moreover the employees of the office should also be taken good care of. This would give them a sense of security and happiness that their satisfaction would lead to the way they treat the customers.
- Not understanding your market
To make a business successful, the foremost thing a businessman should do is understand and anticipate the market in which he is working.
For your brand to be successful one should understand the needs and necessities of the target market. For this one has to do a lot of research and send out questionnaires to find out to find out what the target market wants and likewise has to develop the brand around those needs.
Moreover every new businessman should learn to distinguish between good and bad advice. If the person is new in the world of business, he should study and gather as much knowledge as he can.
Initially a bit of help can be appreciated. But a poor consultant will get paid to give poor advices which could lead to the downfall of the business.
- Changing the brand and trying to be ‘hip’
Some companies make the mistake of transforming their classic and conservative brand into a more hip, cool or funky brand to attract more customers.
Well this is another form of branding mistake as this transformation is never going to be easy. Customers who have gotten used to the previous brand would find uncomfortable adjusting to the new one.
Moreover one should not change the brand name just to have a new image. If the sales are falling or the company wants to go into a new direction, then the rebranding could be a good suggestion.
- Not keeping it simple and unique
Another branding mistake is complicating the brand. Most successful business knows the value of simplicity. The right choice of letters and words can bring out the simplicity. Once the brand is made, it should be enforced throughout the company.
It is always advisable to keep the brand name unique and not follow the law of herd mentality. The uniqueness of the brand can be the intriguing selling point to the path of success.
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